Major cultural events such as the World Cup, the Oscars or the Olympics offer a unique opportunity for brands, media and other stakeholders (from cities to trade associations and NGO's) to collaborate to drive global focus to the needs of a changing world. Leveraging this opportunity to both create needed culture shift and also brand benefit can be a tricky tight rope to walk. In this session, stakeholders who were actively involved in the supporting the greening of the London Olympics discuss the hits and misses from their perspective, drawing out principles for leveraging brand voice to build purposeful attention to important issues while also building brand respect, loyalty and value.

1. Culture Shift: Sustainability, Brands & the
London Olympics
¡ Alexis Olans, Senior Global Program Manager,
adidas Better Place, adidas
Sustainable Brands
London Conference

2. ADIDAS &
THE SUSTAINABLE GAMES
Sustainable brands conference
November 2012

3. “London 2102 is by far the most sustainable approach
we’ve ever taken – not just to the Olympics but to any
global event. Every athlete who wears adidas at the
Games will wear products with sustainable content.”
- Simon Cartwright, VP Olympics

4. CORPORATE Need Environmental strategy slide! (picture of grass and wheels
in a cog)
OBJECTIVES
HD Jour Fixe 3/7/12 3

5. CORPORATE
OBJECTIVES
HD Jour Fixe 3/7/12 4

6. 90% of all Olympic articles
designed + developed with sustainable content
100% volunteer kit
100% athlete village wear
100% torchwear
>70% on-field athlete wear
HD Jour Fixe 3/7/12 5

7. LONDON VOLUNTEERS
Building with SUSTAINABLE MATERIALS:
100% rPES Games Makers Jacket
100% rPES Polo top
100% rPET water bottle
rPES multi-function bag + pant + cap
Organic cotton socks
Highly sustainable Footwear
HD Jour Fixe 3/7/12 6

8. USING BESPOKE
TO IMPROVE IN-RANGE
FLUID TRAINER
PATTERN: >70% efficiency
UPPER: >50% recycled
MID& OUTSOLE: 10% recycled
SOCKLINER: 20% recycled
REUSED toolings
70K London Volunteers
wore the Fluid Trainer
HD Jour Fixe 3/7/12 7

9. Linking once-in-a-lifetime olympics
To all season
Sustainable performance at the nba
30% less Weight
Improved 4 way streatch
Dries 2x faster
64% rec. PES
HD Jour Fixe 3/7/12 8

10. RAISING
CONSUMER
AWARENESS
HD Jour Fixe 3/7/12 9

11. PRESENTING
SUSTAINABLE
INNOVATION
HD Jour Fixe 3/7/12 10

12. LESSONS
LEARNED
From london 2012:
Pay attention to horizontal coordination
Discussion of sustainability is PRE-games
Attendees do not “discover on their own”
HD Jour Fixe 3/7/12 11

13. EXPECTATIONS
OF
FUTURE EVENTS
Expectations
Sustainability Trend: increased breadth and depth
topic now seems“required” for hosts
Proactive action expected from sponsors
HD Jour Fixe 3/7/12 12

14. Thank you
Alexis olans
Alexis.olans@adidas.com
Global program manager, adidas better place
HD Jour Fixe 3/7/12 13